Template-Type: ReDIF-Article 1.0
Author-Name: Sasho Belovski
Author-Name-First: Sasho
Author-Name-Last: Belovski
Author-Email: 
Author-Workplace-Name: Charles University in Prague, Prague, Czech Republic
Author-Name: Eva Caslavova
Author-Name-First: Eva
Author-Name-Last: Caslavova
Author-Email: eva.jaderna@savs.cz
Author-Workplace-Name: Charles University in Prague, Prague, Czech Republic
Title: Advertising Reshaped – New Trends Bring New Challenges. How to Cope with Them?
Abstract: These days we are used to start our research papers, presentations, or business meetings that regard advertising with a deeply embedded presumption of and confidence in our knowledge about it. Throughout the modern history, each generation built its own understanding on this subject, reflecting the time and circumstances they lived in. What is interesting to observe is how each generation has the same confidence in knowing, but the knowledge itself is not the same. These occasional and gradual switches in understanding advertising are qualified by some as smooth development, and by others as big paradigm shifts.
Classification-JEL: M31
Keywords: advertising, traditional advertising, new media, new trends, comparison
Journal: Marketing Science & Inspirations
Pages: 14-24
Volume: 11
Issue: 2
Year: 2016
File-URL: https://msijournal.com/advertising-reshaped-new-trends-new-challenges/
Handle: RePEc:cub:journm:v:11:y:2016:i:2:p:14-24